How social media drives innovation at Cinnabon

The thirtysomething who helped turn "irresistible indulgence" into a billion-dollar business in four years is taking on a new challenge.

Recently promoted to group president of Cinnabon's parent company, Kat Cole is also hoping to work her magic on the five other Focus Brands chains: Auntie Anne's pretzels, Carvel ice cream, Moe's Southwest Grill, McAlister's Deli and Schlotzsky's sandwich shops.

In an interview Friday on CNBC's "Squawk Box," Cole described one of the key strategies she employed at Cinnabon. "We ask questions such as, 'What ends up in the garbage?'" She said her goal was to find out what was not selling.

David A. Grogan | CNBC

Kat Cole

Another way Cinnabon works to find out what customers like is through social media, she said. "Our ability to be very accessible on social media has allowed us to be receptive our fans' request," she said. "And that has driven in the innovation cycle of the business."

Cinnabon used Twitter earlier this month to let people know about the chain's connection with AMC's new "Breaking Bad" spinoff show "Better Call Saul."